W KONTEKŚCIE MOŻLIWOŚCI
ICH WYKORZYSTANIA NA POTRZEBY
KOMUNIKACJI W SEKTORZE PUBLICZNYM
Author(s): Magdalena Kalińska-Kula, Agnieszka Smalec
MARKETING RESEARCH CONSIDERED
IN THE CONTEXT OF USING
IT FOR COMMUNICATION IN THE PUBLIC SECTOR
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: communication; public sector; marketing research.
Summary/Abstract: The objective of the paper is to present the possibilities of using marketing research by public sector entities, against the evolution and development of methods and techniques relevant to the current market demand (in the light of the expenditure for each type of the research). The public sector is undergoing various transformations, including, among others, the fact that there has been a change in the stakeholders − a supplicant became a client. It is the reason that entities from the public sector begin to appreciate the role of research for better communication with their customers. It can be noticed that there is a growing interest in techniques which require less support from the material base, for instance individual interviews. There is also an increasing role of qualitative research, for instance in the creation of brand or customer service research. The paper discusses the types of research used in support of marketing communication of these entities. The authors intend to inspire a discussion in the presented issues. The paper primarily uses the literature study, comparative analysis and observation method.
- Issue Year: 2016
- Issue No: 460
- Page Range: 254-266
- Page Count: 13
- Language: Polish